It's MINE!

Word graphics have been hot in the college market and I particularly like this new imprint from Roaring Spring Paper Products. 

I love the sentiment.  Add a pop of foil for an eye-catching focus on MINE! 

Available for full-size notebooks or planners.   Contact your ICS rep for more details or call Roaring Spring at 800-441-1653.

Layover Inspiration

Where has the time gone?  Well, I spend a lot of times in airports and even there I can find inspiration for visual merchandising.  Check out these great displays that would work in any college store.  What's especially noteworthy about these displays is the simplicity of the assortment. A mug, hat and tee.  Tees and bling.  Less is more when creating impact selling displays.

Colors really pop in this underlit display at the Minneapolis Airport.



Great price point signage for these bright tees at the Madison, Wisconsin airport.  Bling key chains and lanyards and the colorful "Ink'd SkullCandy" earbuds on the adjacent rack complete the color story.

Weather Report: Chilly Toes Ahead

I am on a mission to save our mannequins!  Until every mannequin has shoes to wear, I will not rest.  Call me the Tom's of the mannequin world or just call me a bit compulsive on the issue. 

At Aeropostale (above), their mannequins are set for the season with Ugg style boots, jimmers, layers of tees, sweats and even hats in hand.  At American Eagle (below), their mannequins don't even have feet, but if a body were to slip into the clothes, the outfit would be complete from accessorized scarf, belt, shoulder bag and on down to suede clogs.

The bigger issue is how often times we overlook the small details.  The finishing touches do make a difference.  Sure, you don't sell shoes, but barefoot mannequins just lack class.  For those of you reading this who are Connect2One members, email me the sorry plight (and pictures) of your shoeless mannequins.  I'll pick the best story and send a pair of shoes to the rescue.  Email:  phaerr@connect2one.com by November 30, 2011.

Be Fruitful and Multiply

That's a lesson I learned at the National Association of Convenience Stores convention (or as I call it, the other NACS) a couple of weeks ago.  What am I talking about?  Major brands have learned that the name alone will take customers to new products.  Witness my beloved PEEPS that now appear on shelves year-round (not just at Easter), are dipped in chocolate, coated in chocolate, dyed in rainbow hues, morphed into pumpkins, snowmen and hearts, turned into marshmallow PEEP suckers (above) and, coming soon, PEEP snack bars made with crispy rice!

Can you think of how many versions of M&M's have appreared on your local candy shelf?  We all have our favorites - I'm staring at a bag of peanut M&M's that are calling my name - and you can be sure that I'll try the new mint dark chocolate M&M's when the hit the shelves next year.

Jelly Belly goes from the simple bean to soda pop, frozen "slushy" drinks, soft-serve yogurt, even ice cream.  And more flavors than I can imagine!

In the meantime, what about your business do you do really, really well?  How can you multiply that effect in your customers' eyes?  Food for thought.



 

Are you telling your customers the glass is half empty?

I came across an article today that was so profound, I had to share it.  To recap the message, the article poses the question of negativity behind the simple phrase "Out of Stock".  Did your mouth just make a frowny face reading those words?  And, when applied to your own store, what impression does the customer have about you?  Not, the original manufacture, what about you?

By simple wordsmithing the negativity can be pushed aside.  Restating the issue as "Shipping Nov. 15" or "Pre-order Now" can shift the disappointment to anticipation.  You've given the customer time expectations.  You could even offer a substitute at a reduced price or a pre-order service with an additional bonus for those who wait. 

It's all in how you phrase it.  Now that this article has opened my eyes, I can't wait to find more examples of how we can communicate that the glass is really half full and the drink is delicious!

Read the complete article at:

Reframe a supply problem to build anticipation at the The Globe and Mail (Toronto)

A Sale by any other name is still a SALE!

SALE! A universal concept, delightfully signed at retailer Mango in the Las Vegas Fashion Show Mall.

Creating Immediacy

Looking to create some excitement in your store? 

Consider in-and-out promotions that deliver limited availability product at great prices.  The "get it while you can" philosophy creates an urgency to get in on the deal NOW! 

Syracuse University Bookstore targets freshmen with a limited edition Class of 2015 t-shirt at a super $7.99 price.  Iowa Western College Store offers up prices that can compete with any retailer promotion at $14.99 for these fleece items.  But TWO DAYS is all you get for this super deal.

Make it a Combo

We've all done it - bought the combo at the drive-thru because it's a package deal.  Finding a way to do that in the apparel department in your bookstore isn't as easy as adding fries to your burger and drink but here's how several stores have gotten creative with the combo concept. 

The above example comes from Utah State University Book Store in Logan, Utah.  In a feature area in the store, the Game Day Package lets customers choose from a selection of items to come up with their own package of 5 items for 50 dollars.  Rather than just a purchase for a hoodie or a tee, a complete ensemble is personally selected by each customer at a bargain price. 

At Varney's Bookstore, this toddler set from Third Street Sportswear arrives in store, ready for merchandising with the hat attached to the tee.  Again, whereas a customer might be thinking of a tee purchase, the package deal is a no-brainer.

You can even borrow an idea that I spotted in an airport gift shop.  Attach a small plush item (with those plastice tagger tails) to a kid's tee or sweatshirt, reticket at a package price - in this case $16.99 - and again you have a nice combo deal.

Buy Local Movements

When I travel across the country visiting college bookstores, it's easy to recognize the important role that the college campus plays in the local community.  Businesses border the campus to serve the students, faculty and staff who often times make up the majority population of the town.  At Western Kentucky University, the WKU Bookstore is a full participant in the community with recent contributions to the Buy Local blog in Bowling Green, KY. 

The WKU Bookstore helped the Buy Local blog with a weekly feature of the Top 10 New Fan Gear for Men, Women and Kids.  Using a mix of product photos and real people looking great in the bookstore's WKU apparel, the feature was fresh, fun and built on the local spirit.  Too see all the photos follow this link:

Bowling Green KY Buy Local

Discover new connections with your community by partnering with Buy Local movements in your town

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Autograph Tee Graduates from Colgate

It's so simple.  A classic white tee, a Sharpie and an event!  Colgate University Bookstore does some suggestive selling by merchandising the "Yearbook" t-shirt with a mini-Sharpie marker (safety pinned to the tag) and, the icing on the cake - a display with a sample signed tee. 

Novel ways of creating memories are a big part of the souvenir business these days and Colgate University Bookstore does a great job with the creative bundling and the display. 

This not only works for grads but think of the possibilities for summer camps and other events.  I can just imagine the delight that summer camp soccer teams would take in having their autograph tee signed by all their new friends.  And, for girl camps, that white tee could be paired up with bright color Sharpies and neon imprints. 

Let the signing begin!

How to Deliver an Experience

A couple of things happened last week that reminded me once again of the impact of a WOW experience. John Jantsch, blogging on Duct Tape Marketing gave a wonderful example of a very memorable purchase from Etsy seller Katie Blair Design. (Click on this link: How to Deliver an Experience).

The online purchase was treated with the same personalized care as a treasured gift. A hand-addressed package, a business card on which was hand-written a thank you and an offer on a next purchase, a sample of another product and then, finally, the hand-stitched notebook that was purchased, delicately wrapped in colorful tissue paper.

The second thing that happened was that I received a huge tin of gigantic cookies from a business acquaintance. I simply referred a client to this person. In my mind, the thank you gift (totally unexpected) far outweighed the small favor I extended.

Often times, it's easy to get caught up in operational issues of day to business; whether it's simply passing along a referral or more detailed as in getting an order, picking the product, ringing the transaction, packaging, prepping for shipping/delivery, etc., etc., etc. The extra steps that the Etsy seller undertook makes the purchase even more special. I am thrilled with my cookies and am in awe of my acquaintance's thoughtfulness. Just a reminder to all of us to stop and smell...the cookies!

The Key to Bling

Patrick Healey, Director and Apparel Merchandise Manager at the UCLA Store, recently shared with me their secret to success with bling designs. 

When adding glitter inks, embellishments or foil treatments to ladies wear, simple designs like the classic script or arch letters are the way to go. 

When designs gets too busy, the effect may trend to trashy rather than classy, with a touch of flash.   

Price Point Energy

Unless you're doing permanent clearance markdowns or all day savings passes, Percent Off promotions are becoming a thing of the past for instore displays.  I have to write about this at least once every few months as I see the price point concept dominate mainstream retail yet rarely see it used in college bookstore retail. 

Aéropostale excels at the price point concept as seen in these recent Spring Break deals.

• 2 Tops for $20
• $28 Shorts
• $8 Tees
• Free Tee (when you buy a pair of Shorts)

These promotions are planned buys which take...planning!  As you finalize your summer and BTS purchase orders, consider where you can make a splash with dynamic price points.  There's a price range sweetspot for your customers that will grab attention and create new energy behind your promotions. 

Supporting Causes on Campus

If everyday of the year each of us could take a moment to pause and reflect on charitable causes, we all can make a difference in the world.  Today, April 5, marks Toms Shoes "One Day Without Shoes" awareness events throughout the country.  At USC Bookstore, two causes are currently being promoted in a feature location in the store. 

The OUT OF SIGHT FAITH foundation benefits from the sale of the red Trojans tee with back imprint in Braille. As a young man, Jake Olson has overcome the loss of both his eyes to cancer. Yet Jake's loss of sight has only increased his drive and passion for life. Jake's Out of Sight Faith foundation provides support and resources to other blind children and other initiatives. http://www.outofsightfaith.com/.

The white tee promotes SWIM WITH MIKE: an annual swim-a-thon held to raise money for the USC Physically Challenged Athletes Scholarship Fund. Founded and hosted at the University of Southern California since 1981, this year's Swim with Mike events will take place in various locations throughout the month of April.  swimwithmike.org

What cause will you support today, tomorrow and in the months to come?

Window Shopping at CAMEX

With buying at the top of the list of CAMEX priorities, it is sometimes easy to overlook the first-rate merchandising aspect of the trade show.  Many of the vendor exhibits give appropriate lessons for merchandising in your college bookstore. 

We hear a lot  about the importance of lifestyle graphics.  A perfect example was demonstrated at the Gear booth.  The perimeter of the booth was displayed with mannequin forms and lifestyle graphics.  I was particularly struck by the example of this lavendar sweatshirt featured first on a mannequin and then in a lifestyle graphic showing the effective impact of models over mannequins.

A picture is worth a thousand words and in this case it could be worth thousands of dollars in sales.  Certainly you wouldn't do a whole store in lifestyle graphics; mannequins are just one way of merchandising.  Considering the effectiveness of lifestyle graphics, it's well worth overcoming any financial and creative challenges you face in bringing these images to your merchandising, window displays and most definitely your Facebook page. 

What's Hot Online Presentation

College bookstores don't have to be on the outside looking in when it comes to fashion forward apparel.  You'll find a good example of this with one of the hot trends for this year - horizontal stripes.  In an excerpt from the Connect2One What's Hot report for 2011, stripe garments with collegiate logo decoration are just as cool as anything you'll find at mainstream retail.  Check out more What's Hot tips at Connect2One's pre-recorded "What's Hot" session (audio and slide show) at CAMEX Online Conference. 

Look Me in the Eye!

Wow, where has the time gone!  It's catalog and pre-CAMEX prep time here at Connect2One and I've been hard at work on a lot of projects.  However, I got the urge to post this compelling story, that, ironically, is a follow up to my last post in December.

Media Post News has posted  the following study on signage in shopping malls: 

"It takes approximately 10 seconds for people to move past a given ad as they are walking around," Michelle Schiano, VP/marketing for EYE, tells Marketing Daily, "and they spend two seconds looking at it. That means advertisers really only get two seconds of exposure, so you want to make sure your brand is well positioned." 

Both men and women were more likely to focus on ads with people in them, and both genders stared longest at ads containing women -- a result that was consistent in all markets, she says. "We think we're just hardwired to do this," she says, "it seems instinctive. And people's gaze tends to go to the eyes first."

Whether you're working on a Facebook post, window signage or posters, the lesson is clear.  We've all heard about "lifestyle graphics" but in practical terms, it's just about putting your best face forward! 

Link to full article:  Study Finds That Mall Shoppers Love Faces

Photo:  Harry Potter starlet Emma Watson featured in mall signage at Burberry Store in the Roseville Galleria Mall

Doom and gloom? Let's have some fun. Seriously.

 

A marketing campaign is all about repetition on a theme. Utah State University Bookstore gets across the message about lower priced textbooks with a consistent message.  Signs (as shown to the right) are hung repeatedly throughout the text department. Clever taglines beneath oh-so-serious student models adds a touch of comic relief.

• "Numbers don't lie" with accounting
• "It's a simple concept" with statistics
• "This isn't a joke" with health sciences
• "This is serious" with calculus

With all the doom and gloom regarding textbooks, it's refreshing to see that Utah State University Bookstore is still having fun!

No Shoes? Baby, It’s Cold Outside and In!

My wish to Santa this year is to bring shoes to all the barefoot mannequins of the world!

Even if it wasn’t winter, I’d be ranting about my biggest merchandising pet peeve – mannequins without footwear. It drives me crazy, bonkers and just plain nutty. Weber State University Bookstore gets it right with Ms. Mannequin all decked out from head to toe. It’s a little attention to detail that thrills me to no end. Ballet flats, running shoes, boots, whatever…give your mannequin and your displays some respect!

You can measure up your mannequin for fit using the chart at ehow inches shoe size conversion. Going up a size will help with sliding on the shoe. If the foot is angled, use a Velcro tab to hold the shoe in place.

Build-a-Bundle Game Day Style

Utah State University Store builds on Game Day spirit with the simple concept of letting the customer pick multiple items from a select group of product for extra savings.  It starts with the game day t-shirt and a string bag, add either a hoodie or a sweatpant, toss in your choice of cap - beanie or baseball, then finish it off with a lanyard or foam fan hand.  The promotion makes for a great display, no matter what season you choose.  Imagine a holiday bundle or a spring fling bundle or summer orientation assortment.  The possiblities are limitless.  You not only encourage multiple item purchases but you also give the customer a great break by bundling up! 

Simplicity, Scale and Relevancy

Cosmetics retailer Sephora knows exactly what the holidays are all about for their customers.  It's time to celebrate!  This simple window display of red, cerise and sparkle conveys a party celebration theme.  Happy model faces tell the story in a way that couldn't be done by simply showing a tube of lipstick or a compact of eye shadow. 

The simplicity of the oversize ornaments is easily replicated in your store.  Whether you go with seasonal colors or search out unique school colors, these bundles of color add instant pizzazz without adding clutter.  The beaded curtain provides a backdrop without being a sight barrier into the store.  Clear containers throughout the store were filled with similar color ornaments for interesting product risers.

What's in your window for holiday?  Send your pictures to me at phaerr@connect2one.com.

It's Now or Never

The talent for writing advertising copy and designing signage is fascinating to me. Good copy and design go hand-in-hand to catch the customer's attention. In the examples above, the signage is also a call to action. I'm betting that these price points are available at other times of the year but the psychological play is in the sense of urgency that these limited time offer convey. It's even more curious that the signs aren't even dated - you just know you have to act now! 

Attention Grabbing Price Points

I've blogged about the importance of price points in the past and it's always good to revisit the topic. These examples from Aéropostale and American Eagle demonstrate the power of price points and set the bar for customer expectations. How do you compare with the competition?

One little tip you can take from the American Eagle banner is the fine print on the sign; while the white price is dominant, a smaller font in black receding into the background  has two tiny words - & UP. Gotcha!

Make your Really Big Thing....BIG!

The hottest tech product out there these days is the Apple iPad.  This oversize display of the iPad with larger-than-life books, magazines, movies and more demonstrates how convenient it is to have one device instead of all the bulk of traditional media.

Apple Stores (here at the Roseville Galleria in California) do a great job of taking their small devices and visually enlarging them for eye-catching, mall-walker-stopping displays.  With the ease and affordability of digital printing, it's a brilliant example of how to create impact.  This concept works equally well with large banner signs of small items that would otherwise be lost in the space - jewelry, glassware, art supplies and even...books!